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Cross channel campaign control tools are usually integratedproduct suites, some of that are built out of separate channel exact orfeature specific products that have been bought and tied together. Theyconnect inbound and outbound, digital and non electronic campaign intelligencewithin a single platform. For example, Inforallows users to manage interactions with clients across 5+ channels, includingdirect mail, email, phone, SMS, web page, POS terminals, and IVR. In addition tocampaign making plans and set up, and real time personalization features, analyticstend to be a key function set for CMM tools.

Whereas CCCM tools tie in combination online and offline channelsand aim to create a comprehensive view of the purchaser, most marketingautomation structures center around coordinating electronic advertising campaigns, arecentered across the lead object, and do not have as robust a view of thecustomer across channels and throughout time. All in one marketing application is typicallyless advanced than either CCCM or MA, when it comes to analytics and channelcoverage particularly, as those products are basically meant for SMBs who onlywant to buy one advertising and marketing software tool. However, there is certainly someoverlap among all three classes. Generally, the adjustments among thecategories are mostly in line with complexity of the product and positioning fordifferent user bases/use cases.